Hello there! My name is Fritz Tolentino and am a photographer based in Calgary.

I graduated in 1999 from ACAD in Visual Communications and have 18+ years of experience. Nine of those years were working in some of Calgary's top design and interactive agencies including Critical Mass and Trigger Communications. But, it was in 2003 when I received my first digital point and shoot camera when I discovered a passion for photography. Over the years, I became more comfortable shooting and approached photography from a designer's perspective. I've worked with high level photography on my design projects, but I didn't know that a hobby I loved could actually be an option for a new career.

Having an early mid life crisis in my last years working full time, I took a two month leave of absence and became obsessed with pursuing photography. I spent countless hours experimenting, learning the relationship between ISO, shutter speed and aperture, shooting manual, working with models, to learning about studio lighting. My favourite type of photography at the time was portraiture and photojournalism and I slowly built a body of work which was enough to get portrait assignments and eventually wedding bookings. I definitely didn't see a wedding career coming, but it seemed like the perfect fit as it was essentially the best of both worlds. However, I quickly discovered the high stress and physical demand involved in shooting weddings for 12-16 hours. But, after a few years and a lot of personal growth, things became less stressful and I strived to become more creative.

In late 2008, I had the opportunity to pursue another dream of owning my own business and going full time freelance, hence Fritzology Inc. was born. With most of my clients being in design still, I took this opportunity to develop my photography by taking workshops, learning about the business, asking a lot of questions, and creating relationships. In 2010, photography started to take over my design work and the following year I was making a living creating images. Bigger assignments started to come and I eventually landed my first advertising campaign for the Stampeders and magazine covers for Avenue and WestJet.